Infineon: Roboy Star of CIIE

Infineon, a semiconductor manufacturer, promoted the brand by releasing its robot Infineon Roboy at the China International Import Expo (CIIE).

Challenge

The China International Import Expo (CIIE), is the world's first import-themed national-level expo and a major initiative from China to open up its vast domestic market. The 2019 edition was held in Shanghai in November 2019 and attracted nearly 3,900 companies from 155 countries and regions, including more than 250 Fortune Global 500 companies, each bringing their most cutting-edge products.

Although Infineon is one of the major players in the global semiconductor industry, its public awareness is relatively low in China. With so many big names at the expo and no budget for paid promotion, we decided to focus...

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